B2B and B2C business types approach Facebook advertising strategy differently, and both audience types expect something different from these companies.
So what makes B2B and B2C advertising so different, even when it’s on the same platform? Check out these subtle differences between B2B and B2C Facebook advertising and start optimising your strategy.
Informative content or entertaining content
When marketing on Facebook, regardless of whether you’re doing B2B or B2C, you always want to create high-value content for your audience. This is the type of content that grabs your audience’s attention and compels followers to click through, and it can be original or it can be a link to someone else’s useful content.
Though both types of marketing use and promote content on Facebook, B2B content in general should be more informative and professional while B2C content tends to have an entertaining and relaxing tone.
B2B companies can use Facebook to promote content in two main ways. First, their marketing team can post updates from the company blog directly to Facebook. Whenever something new is posted, it can go directly to your followers through Facebook where it can be commented on and shared.
The second way to use content on Facebook is through advertising. You can create gated content that will compel those who click on your ads to give you their contact information in exchange for a great ebook, white paper or webinar access. Using the Custom Audience or Similar Audience feature, you can target those who have liked your page, are already in your database or match the demographics of those in your database.
B2C marketers tend to focus more on entertaining their followers with their content rather than informing them. They mainly use their content to promote brand awareness and get people talking about the brand. Videos and fun how-to infographics are great promotional tools for Facebook because they’re easy to share and they get people talking.
Of course, there is room for overlap. B2B content can be entertaining, and B2C marketing can be informative. The key point to remember is to write for your audience.
Ad targeting strategies
With Facebook advertising, specificity knows no bounds. Its advertising options allow you to market to broad groups (men aged 31-50 in Melbourne) as well as highly targeted, smaller groups (women aged 21-25 in Melbourne who recently got engaged within the last two months and have the job title of project manager listed).
B2B and B2C can both use Facebook to create relevant ads that will only appear to those who fit certain criteria, but depending on which type of business you are will determine how specific you need to be with your advertising.
B2B companies, for example, rely on finely targeted ad campaigns to reach out to the right demographics. It’s not enough to target just one gender or people of a certain age group in a certain area. B2B businesses usually don’t have products that the general population would be interested in, so it’s best to go with a highly targeted approach.
For example, B2B businesses can target their ads towards people based on:
- Those celebrating an upcoming or recently passed a significant birthday
- New life events (job promotion)
- Job title
- Company currently working for
- General interests
If you want to promote an ebook on how to be a better project manager, for example, then your Facebook ad campaign might be targeted towards people who have listed this as their job title. You could also target people who work at certain companies.
B2C targeting is a little more broad. Most B2C companies cater to all types of people with all types of backgrounds, so there isn’t such a need to target people with specific job titles or those who work at certain companies. While B2C marketing could benefit from more fine targeting, going after those in a certain age group or gender will usually suffice.
The final goal
You may be surprised to learn that the end goals of B2B and B2C marketers are very different when it comes to Facebook. Even though both types of companies are trying to do the same thing – promote their brands – their pictures of success look vastly different, and if you’re not tracking the correct metrics, you might not be as successful as you think.
The end goal of B2B marketers on Facebook is simple – lead generation. Facebook is by far one of the best platforms to connect to new followers and start laying the foundation for lasting relationships with customers.
Another great way to monitor the success of B2B marketing on Facebook is to monitor the amount web traffic that your posts and ads created. Using the pixels created specifically for your webpages, you can insert a small amount of code into your webpages and track the activity between Facebook and your website. This will help you determine who is coming to your website, where they’re going, how long they’re saying and whether or not they’re making any purchases.
While B2C marketers can also use Facebook ads to direct followers over to their websites, their goal for Facebook marketing is usually community engagement and involvement. They want to get plenty of likes and comments on their pages and encourage followers to further share their content. For most B2C marketers, making content go viral on Facebook is the end goal.
Considering the goals and motivations of your company can provide great insight to how you can excel your Facebook advertising. With these in mind, you can determine exactly who you’re looking for, and what you need in order to get their attention. Make sure you also test as you go so you can always use the best performing copy and creative.
Mike Bird is a co-founder of digital marketing agency, Social Garden, which specialises in data-driven lead generation & marketing automation to grow companies’ revenue in the finance, property and education verticals in Australia. Mike is an influencer in the social media marketing & Facebook advertising space and contributes to Social Media Examiner, Social Media Today, Yahoo! Business Advisor and most importantly, the Social Garden blog.